I oversaw the creative direction of Crunch’s 2021 2H campaign, which encouraged people to get back to the gym after the pandemic shuttered fitness centers in 2020.

The campaign was supported by a photoshoot at Crunch Midtown East. Taking consideration of the wide approaches to the pandemic across the country, we shot socially-distanced models both with and without masks.

Final campaign deliverables included direct mail, outreach cards, in-gym lightboxes, sidewalk sandwich boards, display ads, email, OOH, and social.

Photography by Coty Tarr.
Radio, TV, and copywriting: Familiar Creatures.
Junior Designers / Production Assistants: Sofia Jofre and Kelsey Bower.